This document proposes a partnership between Dentsu Aegis Network, Shazam, and NBCUniversal to leverage Shazam's audio data and technology. The partnership would allow NBCU to [1] better understand audiences and their behaviors through audio data, [2] create more personalized experiences across platforms, and [3] condition audiences to interact with NBCU content using their mobile devices.

1. DENTSU AEGIS NETWORK & SHAZAM
for
SUPERSONIC

2. A sonic data-driven approach to securing competitive advantage for NBCU
COMMON SENSE
By creating emotionally-driven interaction, NBCU can connect with audiences while
acquiring unique lifestyle and behavioral data — before, during and after content
viewing and listening moments, and also pre and post-transaction
1. Framework
2. Big Data
3. Content
4. Technology
5. Extended Use Cases

3. Strategic framework to delight consumers now and in the future —
in the living room, and in the real world
SURROUND SOUND
Content
Technology Data
Time,Place,Context
Motivation&
Needs
Tasks, Activities & Behaviors
#1Framework

4. Big data’s media relevance in this era of the “flow economy” is all about
uncovering the audience.
!
Continuing to invest in software and platforms, forging strategic partnerships, and
developing a smart funnel that culls from the rapid stream of data to enable
deeper insights and a more meaningful understanding of audience behavior will be
key in developing new business models and securing competitive advantage
for NBCU.
A funnel built to enable transmedia experiences for an audience of one
BIG DATA SMALL SCREEN
#2Big
Data

5. Unlocking the power of Shazam’s overlooked massive warehouse of audience data and insights
SONIC SCALE
The massive scale, steady growth, and
continued product innovation (e.g. auto-
tagging) of Shazam’s suite of x-OS smartphone
and tablet applications provides a powerful
pool of uncorked data to leverage across all
media channels and consumer touch-points —
particularly when combined with DAN and
NBCU’s additional quantiative, qualitative and
other first and third party data sources.

6. PREDICTIVE ANALYTICS
Enriched analytics enabled by Shazam data
Correlation Analysis
Identify trends and relationships in datasets using correlation equations that include how inclusion of visual and
sonic calls-to-action driving to mobile content and opportunities to “share” impact viewership of specific programs,
“adds to calendar” among peer networks, etc — both immediately and over time.
!
Audience Segment Identification
Analyze large volumes of variables (including audio tagging) simultaneously to dynamically categorize audiences
into segments for analysis, targeting, and personalization — and uncover those audiences who fit client criteria.
!
Customer Response Scoring
Define consumers with a high likelihood of conversion or completion of a specific event (e.g. watching a TV program
or in-stream video advertising), to optimize campaigns & maximize impact.
!
Cross-Channel Attribution
Conduct attribution analysis across all digital and traditional channels to predict the effectiveness of future spends x-
media and x-touch-point, now including scenarios that are simultaneous and synchronized — including TV x tablet,
mobile x radio, internet radio x mobile, etc

7. The first DMP to truly integrate audio-triggered behavioral data
NBCU EVERYWARE
DATA SOURCES
IMPACT TODAY
IMPACT IN NEAR FUTURE
Tracking
Research & Insights
Data Normalization
Segmentation
Targeting
Attribution
DATA MANAGMENT PLATFORM (DMP)
CCS / Third Party / Behavioral Data
Sales Data CRM/Email Display Search Social
Dynamic
Optimization
Traditional
Media
Display
Optimization
Paid Search
Email
Automation
DOOH Connected TV
Social auto-
response
IoT/Smart
Objects
SHAZAM SUPPLEMENTS
• First-party app data
• Hyperlocal behavioral data
• Audience viewing and listening
preferences
• Trended viewing patterns
• Sonic search trends
• Ambient audio-centric use cases

8. SURROUND SOUND
A Sonic Content Management System that surrounds the consumer with smart participatory media
Empowers consumers to activate virtually
all NBCU media with mobile devices
already in their pockets.
!
One tap transforms their connected device
into a remote control to the world.
!
Condition consumers to “Shazam” NBC
media any time they see or hear it, creating a
platform to deliver truly transmedia
experiences across all audible NBCU media.
DATA
CONTENT
Radio
Digital Video
TV
Cinema
TECH
Retail
#3NBCU
Sonic
CMS
NBCU
“ON TAP”
SURROUND SOUND

9. BENEFITS
Enhance insights, uncover new audiences and improve service to
existing viewers
!
Uncover unexpected data relationships and new connections that will
enable NBCU to create more relevant marketing campaigns (e.g. a
link between Nashville and Telecom)
!
Apply learning to improve ad and media decision-making across all
channels and audience touch-points
!
Increase customer/viewer acquisition and loyalty
!
Exploit revenue opportunities across multiple distribution channels
!
Improve management of royalties, copyrights, DRM & content security
!

10. EXTENDED USE CASES

11. ANTICIPATORY COMMERCE
Leverage the always-on feature that listens for audio all day long, tags songs and
makes them visible to consumers in ways that are incredibly simple and enjoyable
(think wayfinding x sonicwalks)
!
Filter auto-tags based on user interest and in combination with neural networks,
determine specific tracks to add to each user library.
!
Ultimately this becomes all about making a purchase on behalf of a consumer (with
their expressed advance permission), not unlike Dollar Shave Club, Birchbox, or
even Sent Her Way. However, challenger brands in other categories who leverage
music as a primary driver of brand affinity would have the opportunity to partner
with Shazam to pilot this service among specific audience segments and
supplement the monthly sub fee with their own curated product for each audience
(of one, potentially).
!
This subscription-basd approach to market would cater to audiophiles, but also
other segments as we monitor consumer behavior across several verticals and
define use and business cases that go beyond the product and deliver on the
promise of automated, intelligent services that are refreshing to consumers who
have been conditioned to resent many of the big, lazy brands in the marketplace
who would have you believe there is a new innovation in their category every six
months that justifies price gouging.

12. AUDIO LOGO
Next-gen evolution of the sonic brand that started it all
NBC’s 3-Chime: once the most recognizable sonic brand in the world
Audio logos have been in use for decades, however few companies are able
to successfully develop a concise audio representation of their brand that
accurately mirrors their visual branding; even fewer are able to avoid their
sonic brand becoming synonymous with noise pollution.
NBC, however, has the heralded “3-chime”. In addition to being used for
station IDs, PSAs and other promos for the network, the NBC Chimes could
be embedded in other forms of media and objects in the real world where
the brand could add value in the context of NBC products and servies and
where they are used, viewed, captured, talked about, shared, etc.
In recent years, brands such as Intel, Samsung and Nokia have effectively
leveraged sound as a vehicle to reinforce or completely reinvent their brands.
A sonic reinvention for NBC could now be used to cue and condiiton users to
use mobile devices to connect to additional content, lead to haptic and other
non-visual brand exploration and services, etc.

13. NON VISUAL BRAND EXPLORATION
The future of non-visual branding goes beyond improving brand perception
SENSORY ENGAGEMENT WILL
BECOME THE PATH TO ACTION AND
DRIVING ONGOING PARTICIPATION
UtilityAttraction
Mood Identity
Multi-senory
Branding
Strategy
Today Future

14. SONIC BRANDLAB
Co-branded DAN/Shazam acoustics and audio interfaces lab
The Shazam/Dentsu-Aegis Sonic Lab would provide the tools and talent (e.g.Sound Designers &
Engineers) to develop complete consumer experiences — ambient marketing that drives seamless,
natural screen-shifting behavior among consumers.

15. ERETARGETING
Active and auto-tagging makes Shazam behavioral data actionable.
5
6
8 :
;
7
G
User tags in
l